Toyota Calya is one of Toyota’s product which
succeed in achieving high sales volume based on GAIKINDO’s
data. Toyota Calya sold around 68.038 unit for the year 2017
only. This fantastic sales volume record was indicated to be
influenced by the strong brand image of Toyota in the mind of
Indonesian consumers and the core elements which built
Toyota Calya as a solid offering, includes product, price,
place, and promotion. This research is designed to identify the
impact of brand image and marketing mix variable on Toyota
Calya’s buying decision. This quantitative research is
conducted on 60 selected responders based on purposive
sampling method. The method of analysis used in this research
is multiple linear regression. The data analysis result shows
that there is significant evidence to conclude that brand image
and marketing mix variable has positive impact on Toyota
Calya’s buiying decision. The well known Toyota brand and
the easiness to gather relevan information about the product
considered as strong contributor on Toyota Calya buying
decision.
%0 Journal Article
%1 noauthororeditor
%A Alkhaliq, Barkah
%A Sastrawinata, Abdi R.
%A Aksani, Hijiri M.
%D 2019
%J International Journal of Engineering and Management Research
%K Brand Buying Decision Image Marketing Mix
%N 1
%P 105-107
%R 10.31033/ijemr.9.1.9
%T The Impact of Brand Image and Marketing Mix on Buying Decision for
Toyota Calya
%U http://www.ijemr.net/DOC/IJEMR2019090113.pdf
%V 9
%X Toyota Calya is one of Toyota’s product which
succeed in achieving high sales volume based on GAIKINDO’s
data. Toyota Calya sold around 68.038 unit for the year 2017
only. This fantastic sales volume record was indicated to be
influenced by the strong brand image of Toyota in the mind of
Indonesian consumers and the core elements which built
Toyota Calya as a solid offering, includes product, price,
place, and promotion. This research is designed to identify the
impact of brand image and marketing mix variable on Toyota
Calya’s buying decision. This quantitative research is
conducted on 60 selected responders based on purposive
sampling method. The method of analysis used in this research
is multiple linear regression. The data analysis result shows
that there is significant evidence to conclude that brand image
and marketing mix variable has positive impact on Toyota
Calya’s buiying decision. The well known Toyota brand and
the easiness to gather relevan information about the product
considered as strong contributor on Toyota Calya buying
decision.
@article{noauthororeditor,
abstract = {Toyota Calya is one of Toyota’s product which
succeed in achieving high sales volume based on GAIKINDO’s
data. Toyota Calya sold around 68.038 unit for the year 2017
only. This fantastic sales volume record was indicated to be
influenced by the strong brand image of Toyota in the mind of
Indonesian consumers and the core elements which built
Toyota Calya as a solid offering, includes product, price,
place, and promotion. This research is designed to identify the
impact of brand image and marketing mix variable on Toyota
Calya’s buying decision. This quantitative research is
conducted on 60 selected responders based on purposive
sampling method. The method of analysis used in this research
is multiple linear regression. The data analysis result shows
that there is significant evidence to conclude that brand image
and marketing mix variable has positive impact on Toyota
Calya’s buiying decision. The well known Toyota brand and
the easiness to gather relevan information about the product
considered as strong contributor on Toyota Calya buying
decision.
},
added-at = {2019-03-30T08:10:54.000+0100},
author = {Alkhaliq, Barkah and Sastrawinata, Abdi R. and Aksani, Hijiri M.},
biburl = {https://www.bibsonomy.org/bibtex/2cc44531161d161b543533109e3a9abcc/amarjeetsingh},
doi = {10.31033/ijemr.9.1.9},
interhash = {d839a0a2a925a7b8500ff898f1a0d4be},
intrahash = {cc44531161d161b543533109e3a9abcc},
issn = {2250-0758},
journal = {International Journal of Engineering and Management Research},
keywords = {Brand Buying Decision Image Marketing Mix},
number = 1,
pages = {105-107},
timestamp = {2019-03-30T08:10:54.000+0100},
title = {The Impact of Brand Image and Marketing Mix on Buying Decision for
Toyota Calya},
url = {http://www.ijemr.net/DOC/IJEMR2019090113.pdf},
volume = 9,
year = 2019
}